Nhóm 3

Thiên Vân – Đức Hiệp –

Tường Vy – Minh Thông

– Phúc Hậu

Gillette Vietnam has been growing faster

than competition but this is still behind goals

We want to raise profit more 20%

AVERAGE SHAVING TIME PER WEEK

1.9 4.5VIETNAM WESTERN

A SIGNIFICANT LOWER

V.S

WHICH SKU WILL BE CHOSEN?

Super Thin II Blue 2 Blue 3 Mach 3Vector

We pick

VECTOR RAZORis key product for this campagin

Stars Question Marks

Cash Cows DogsRelative Market Share

10%

1X10X 0X

Vector

Super Thin II

Double Edge

Mach 3

Blue 3

Blue 2

Among SKUs above VECTOR

has HIGHEST INTERNAL RATE

Base on BCG Model

Inte

rna

l Sh

are

Ra

te

to reach the business target

of 20% profit increasing

Strategic

approach

Consumption of Vector

3 carts/year

Assume that other SKUs gain the same revenue

via educating consumers

to shave frequently

3 times/week

in the last year, average

usage is 1 razor + 2 carts

Revenue gain from:

Vector user with conversion rate 20%: 0.46MM

Natural growth rate 9%: 1.26MM

Hallow effect from other SKU 10%: 0.71MM

We’ll gain at least 2.43MM. The 0.17MM left will

be cover by trade target

Males, 22-30 years old

Urban area

Gillette Vector Users

average shaving usage

Appearance Conscious

ALL

Internet Savvy

WHO will we approach to?

*Through a survey of 30 target audiences

2 times/week

90%85%

Average usage

care about women's interest

Primary TA

10% of other type

Gillette consumers

Secondary TA

5,4

Market size

mil

BARRIER

DRIVER

I think 2 times is enough for a good appearance. I do

think about shaving more but it takes time that it’s not

worth for

After shaving, my face seem clean & refresh. It’s makes

me neat, confident and more attractive for woman.

But there’s a FACT that

woman are attracted by a

man after-shaving face and

they tend to touch the man

chin.

WHAT inside them ?

About shaving

more frequent

80%

75%

woman think that a

face hasn’t shaved for 3

days seem grubby

figure from webtretho

The reality is.

Clean shaven look

is always attractive

for women. I still

shave my facial hair

at a certain frequent

to make it clean

and neat. But it

takes time that it’s

not worth for.

Consumer Truth: Shaving makes men neat

and attractive but shaving frequently

takes time that it’s not worth

Brand Truth

Gillettle makes you not only

clean and neat but also

confident, bold and sexy.Category Truth: Bringing the

confidence to the men.

With the fact that woman

loves the after-shaving

face, we will create a

campaign that

encourage man to shave

more frequent >>

INVISIBLE MAGNETMESSAGE

Be magnetic everyday

3 lần một tuần – thêm vẻ cuốn hút

BIG IDEA

• Educate vector users that shaving 3 times

a week is an ideal habit to have a

magnetic appearance everyday

• Building vector razor image as the top of

mind of consumers in terms of Gillette razor

OBJECTIVE

TVC

OOH

DigitalActi-

vation

POPIt’s a INTEGRATED

CAMPAIGN

with the key visual of a

MAGNETIC MAN

TVC

A man after shaving goes out of home,

walking down the street with confidence.

His clean-shaven face catches lots of

women’s eyes.

An invisible force from the man pulls all the

women’s hands implying their desire of

touching his face (Dramatization is added

to visualize the powerful attraction – like a

magnet)

Content

Objective

Raise awareness that women are

strongly attracted by men with

clean-shaven faces

OOH

Billboards with illustrating image and

message are displayed at central points

Raise awareness that women are strongly

attracted by men with clean-shaven faces

Objective

DIGITALAwareness

Engagement

Objective• Raise awareness about the magnet of a

clean-shaven man

• Shaving frequently makes woman attracted

Objective• Engage consumers to experience VECTOR-

shaving via the activation

Social content/seeding

Website

Ads/banner

PR/paid media

SỨC HÚT KÌ LẠ LAN TỎA NHANH CHÓNG TẠI CÁC TRUNG TÂM THƯƠNG MẠI!!Những ngày qua tại các trung tam thương mạitràn lan những lực hút kì lạ từ các printad này, đặc biệt sức hút này phát huy cực mạnh đối vớicác cô gài. Hãy cùng đến khám phá xem có gìđặc biệt

WebsiteGillette.com.vn

Social content/seeding

ACTIVATION IDEA

Give real experienceObjective

A man’s clean shaven face Print Ads

equipped with a piece of permanent

magnet behind that creates pulls on hair,

especially long hair of women are placed

at booth to attract people who pass by.

Target: couples.

Channel: shopping mall, supermarket …

Using SOLOMO (Social – Location –

Mobile) tactic to attract target consumers

Engage consumers Sampling

At booth, free-shaving for men is available

with the message “ Wanna be always

magnetic?”. Men will be encouraged to

shave. After shaving, their women will express

feelings and thoughts. ‘happily Surprised’ and

‘touching the men’s faces’ are supposed to

be their responses.

All the moments will be captured and

released on social.

Any man participating in

the free-shaving activity will

receive a free razor

Activities

“ALWAYS MAGNETIC like MAGNET”

TRADEMARKETING

POPs

Mass distribution

GENERAL TRADE- Traditional markets- Retailed Stores

MODERN TRADE- Hyper/Super- CVS: Circle K, Shop & Go, Family Mart, B’smart

76% the sales happen in the razor and blade shelf=> Create ATTENTION in the razor and blade shelf

ACTIVITIES ACTIVITIES

Shapes Vector razors to

be a big one like picture

to get the shopper’s

attention

Set a small mini-screen on

shelves to show Clip

“Invisible magnet“

Massage on shelf

Shaves 3 times/week to always have a “Invisible Magnet” to girls

Traditional trade shoppers are loyal to a particular stores Gillette needs to establish good relationship with storeowners to encourage them:

- Introduces Vector razor product- Executes promotion campaigns

BUDGET

STT ACTIVITIES COST

(VND)

1 TVC (Sport TV… ) 10 Billion

2 OOH (Billboard, Street furniture, transit) 2 Billion

3 DIGITAL (vnexpress.vn, thethao.com,

zing.vn, kenh14.vn…)

2 Billion

4 ACTIVATION (Event in 3 weeks:

Sampling… )

5 Billion

5 TRADE MARKETING (Hyper, Super,

Convinience stores…)

1 Billion

TOTAL 20 Billion

THANK YOU!